INTRODUCT

ION

Dawlance is one of the largest companies in Pakistan engaged in appliance

business. It started its business with refrigerator manufacturing in 1980. Now it is a
well-known and famous name in home appliance industry with a vast range
including refrigerators, deep freezers, washing machines, small appliances, air
conditioners, televisions etc. Dawlance has a prominent and significant market
share in Pakistan because it provides its consumers the benefits of modern lifestyle
and world-class innovative products, unmatched nationwide customer support, a
vast dealer network and after- sales-services throughout the country. The other key
players in the Pakistan industry besides Dawlance are LG, Haier, Waves, PEL and
Orient.

Specific to refrigerators, Dawlance has a variety of series of stylish and

innovative technology based refrigerators. They include Reflection series, H-Zone
series, Designer series, Monogram series, Aero Design series, and Horizontal
series. Dawlance is a big local manufacturer of refrigeration industry in Pakistan. It
has got all engineering capabilities and very good finance and of course technical
know-how to produce internationally accepted quality refrigerators locally Since
Dawlance has very strong industrial base as well as deep-rooted marketing network
in Pakistan, they don't feel any threat from any of their competitors, either local or
from importers. All Dawlance products are made for middle, upper-middle and
upper class. Present market share of Dawlance refrigerators is 65%. In the light of
above evidences, it could be said that Dawlance is a leading company, due to its
dominance in the market, lower prices, and availability of spare parts and after sale
service, etc. Hence people prefer to buy their products. Dawlance is dominant in
the Pakistan market because not of its marketing strategies but least competition
by. It means, it is not only the marketing strategies of any company which plays a
dominant role but it the success of product lies in the marketing strategies as well
as the policies of the Government i.e. favorable or unfavorable.

The purpose of this assignment is to find out the factors which help Dawlance to
retain its customers for a long time and creating customer life time value.
 Background

Dawlance – A name which is known for its reliability across

Pakistan, was established in 1980 with the vision to create a technology-leading
brand that promises; enhanced living standard, convenience, reliability, and energy
conservation. Over the past 4 decades, it has grown consistently from being a
brand limited to refrigerators and now comprising of freezers, microwave ovens,
water dispensers, small kitchen appliances, hoods & hobs, washing machines,
dishwashers, and air conditioners.  It has become a resourceful and sustainable
brand that focuses on creating a beautiful balance between nature and technology
for all consumers.

As Dawlance is celebrating its 40 years of reliability, it boasts being the only

technology brand from Pakistan, which is gaining popularity in Europe and other
parts of the world. It has established 3 large-scale factories in Pakistan, along with
its network of 1800+ dealers all over the country, for easier availability of products
and prompt after-sales service. Having 4 decades of experience, Dawlance keeps
itself close to its customers, to gain insights about their evolving needs and offer
innovative products for every segment of consumers. That is why Dawlance
introduced the latest dishwashers, which are perfect for Pakistani dishes and other
customized products and technologies like ‘Vitamin-Fresh’ and ‘Nature-Lock’ in
their latest series of refrigerators, to reduce food-wastage and enhance nutritional
value for consumers. Dawlance, being the wholly-owned subsidiary of Arçelik –
the 2nd largest manufacturer of appliances in Europe, gets an edge in the Pakistani
market for having good R&D, global experience in product-development,
excellence in services, while it remains focused on being a responsible brand.
Being a global enterprise, based in Turkey – Arcelik has always maintained the
highest standards of innovation, quality, safety, and customer care, to gain a more
competitive advantage in every region.It is owned by Koç Holding’ – the largest
(Fortune-500) holding company in Turkey, with a progressive history of over 60
years and 92,500 employees. Since Pakistan and Turkey are fostering deeper socio-
economic ties as brotherly Islamic nations, Koç Holding is also committed to
expanding its investments in Pakistan, already worth well over 35 billion dollars.
Arcelik too, has the biggest Research & Development network with 20 R&D and
design centres, to enrich its operations in 23 manufacturing facilities, established in
9 countries, including Pakistan, while its products are sold in over 150 countries.
 TOP 5 COMPETITORS IN PAKISTAN
ORIENT
PEL
HAIER
WAVES
LG
 Life is Good
LG Electronics is a Korean based global brand in the field of consumer electronics,
home appliances and mobile communications. The critical analysis in identifying the
steps taken by the LG Electronics in the light of the existing literature re-view helps
us to correlate these steps with the enhanced brand image, brand value and brand
positioning. Information is collected from various reports i.e., LG Annual reports;
International Magazines from the world of Business and Technology; research
literatures and other reputable sources. Innovation & design and constant obsolescence of ICT
and IT Products (i.e., mobiles in particular), LG have to stick on R&D, design
strategies and innovation and creativity for competing in the global market.
LG in the field of consumer electronics, home appliances and mobile communications. It has
more than 84,000 people as employees. There are 81 subsidiaries all over the world
operating in 112 operations. LG is present globally and working hard to be the
Leader in IT Industry. Currently it is at No. 3 following the brands of Samsung and
Nokia which are No.2 and No.1 brands respectively in the same field.
The main pillars on which the entire corporation is founded on are the
Energy, Global, Technology, Tomorrow and Humanity. The letters L & G which
are surrounded by a circle represents the emphasis on Humanity. The symbol mark
portrays the unbreakable relation of LG with Customers with their maximum
satisfaction. Red colour reflects the friendliness and strong commitment of LG
brand towards delivering the best to their customers. LG logo reflects the
sophistication, Reputation of the Corporation and quality. It is not possible to make
any changes in the logo as it is the visual identity for this brand.LG logo has two
parts namely 3D Logo and Corporate Logo. 3D Logo is updated and revised
exhibits the equity of the LG Corporate Logo and in order to make it aligned with
new LG positioning. The Objective was to improvise the visual affect of the
symbol representing LG in order to communicate LG attributes effectively.
Corporate logo is used in the office templates including memos and faxes, all kinds
of stationery (envelops, letterheads, Visiting cards), corporate signs and awards
etc. While 3D logo is used for websites, promotional literature (Brouchers,leaflets,
shopping bags), all kinds of packaging and advertising(TV, Online, Print and
others). These logos not only represented and uniquely identified the Corporate
Identity for LG but also remembered by the customers. Brand messages are created
and communicated which resulted in brand awareness.

LG is present throughout the world and the objective of the LG Brand to make it a
Market leader is achievable only through its innovative technologies, cutting-edge
designs and unique products. LG has a
vision of “becoming a true global digital leader” and the secret of success
lies in innovation for products and services for the better customer satisfaction. If
we look at both of its long term and mid-term visionary planning strategies, by
2010 it aims at attaining the position of one of the top three electronics,
telecommunication and information firms of the world following the two growth
strategies "fast innovation" and "fast growth. "LG Electronics has received awards
and widely acknowledged by various associations and organizations and this has
been communicated by the LG to their users which has played an important role in
the perception of its brand value from the consumers’ point of view. These awards
include “European Imaging and Sound Association (EISA) Awards” in four areas,
“iF Design Awards” in 7 Areas, “CES Innovations Awards” in four-teen Areas and
“red dot Design Awards” in seven different Areas.
 LG has effectively adopted the
policies to transform LG Corporation into the Leading Brand by the TQM (Total
Quality Management) in all are-as starting from manufacturing, HR, Marketing,
Advertising, Brand Building, Innovation, Creativity, Corporate Social
Responsibility, R&D, Design etc. This consistent effort by a series of CEOs
working for LG is really a main cause for building such a strong brand image.
Sponsorships have played a vital role for this besides the contributing for the social
welfare. Innovation and creativity is achieved through R&D and Design which
always contributed to the sophistication communicated as brand positioning.
Formula 1™ and ICC have provided the platform for massive global
reach which was influential in creating Brand Recall, Brand Awareness and Brand
Image. However LG should also not ignore mega events like London Olympics
2012, Where one of the main competitor of LG, Samsung is the Partner for that.
Football is one of the popular game of Europe in particular and Rest of the world
in general and can provide better platform.
Haier was incorporated in 1984 producing household refrigerators and over the
past 18 years, has grown and prospered as a transnational company widely
recognized in the world community. Haier now manufactures a wide range of
house electrical appliances in 86 categories with 13,000 specifications and exports
products to more than 160 countries. Haier’s international promotion framework
encompasses globalized trading, design, production, distribution and after-sales
service network. Haier foot print stretches to over 36,000 sales points as well as
electrical appliances factories setup in America, Pakistan, Indonesia, Philippines,
Malaysia and Yugoslavia- to name some of the markets. In the European market,
especially in Greece and France, Haier air-conditioners dominate the local markets
as is the case with Chile, where Haier’s washing machines and air-conditioners are
very popular. Haier’s small size refrigerators currently have 20% of the refrigerator
market in USA. Haier has established multilateral cooperation relations with many
international rivals. On January 8 and February 20, 2002, Haier signed an
agreement of joint investment with Sanyo and SAMPO for win-win development
and benefits with respective advantages and resources. Haier has been developing
CFC-Free technology and Industrial Waste Treatment systems, so that in addition
to providing excellent value for money there is a simultaneous improvement in the
quality of life. The joint venture between Ruba Group and Haier Group of China,
brings Haier into Pakistan for the first time. As the 5th largest producer of home
appliances in the world, Haier brings its global expertise to work for Pakistan
market. Alongside the vast range of Haier products that include refrigerators, air-
conditioners, deep freezers and washing machines, dish washers, vacuum cleaners,
television sets, mobile phones etc.
Haier is now widely recognized in the world. From the latest statistics of Euro-
monitor, Haier was placed fifth for the global white goods manufacturers with the
largest world market share for refrigerators*. In the list of the most respected
companies in Asia and Pacific Region published by the Far Eastern Economic
Review issue December 26, 2002, Haier was placed first. Haier production and
management system restructuring has enabled Haier to diversify internal and
external resources. At present, Haier has put its worldwide logistics, distribution
and manufacturing facilities into efficient operation for customer demand
satisfaction. Haier’s goal is to obtain worldwide recognition and to become one of
Fortune Global 500.

Haier Pakistan is the Pakistan Sales & Marketing division of the international
Haier Group, a globally recognized manufacturer of world-class electrical home
appliances. The joint venture between Ruba General Trading Company
and Haier Group of China has brought Haier to Pakistan with an initial investment
of about US$35 million and a commitment to provide world-class innovative
products based on uncompromising quality to the Pakistani consumer. The plant
spreads over a vast area of 63 acres with a covered area of 0.6 million square feet
including a workers’ colony on Raiwind Road, Lahore. The project is expected to
produce 0.9 million pieces of household appliances per year with plans to export to
the Middle East and all over Asia. In the first year of its operations, Haier will
generate employment opportunities to 600 individuals with potential to grow up to
1200 within the next 5 years. Furthermore, Haier will supplement income of 1000
to 1500 families providing indirect earning and employment possibilities. The
roster of products to be launched immediately in Pakistan includes Refrigerators,
Air-Conditioners (Window & Split), Deep Freezers and Washing Machines,
Microwave Ovens and Small Appliances with Dishwashers, Vacuum Cleaners,
Television Sets and Mobile Phones to follow shortly. Haier Pakistan has entered
the local market with a commitment to help its consumers reap the benefits of
modern lifestyle and to provide them world-class innovative products, unmatched
nationwide customer support, a vast dealer network and a steadfast after- sales-
service throughout the country.
Haier was incorporated in 1984 only producing
household refrigerators. Over the past 20 years, the company has witnessed
significant prosperity and is now a transnational organization widely recognized in
the world community. Haier currently manufactures a wide range of household
electrical appliances, 15,100 varieties of items in 96 product lines, and exports
products to more than 100 countries.
Cool Industries (Pvt) Ltd established in 1973, is a leading manufacturer of Cooling
machines like Deep Freezers, Split Air conditioners, Refrigerators, Washing
Machines, Microwaves ovens and Kitchen Appliances. It is headquarter at
Hanjarwal Multan Road Lahore. It has its fully automated manufacturing plants at
lahore. It has production capacity of 500 Refrigerators 400 Deep freezers and 500
Split AC per day that means refrigerators 182500 per annum, Deep Freezers 14600
per annum and Split AC 182500 per annum in its full swing.It has 17 Sales Points
in major cities of pakistan And 154 Contract workshops. It hasnationwide
dealership network of 1000 dealers / distributors all over Pakistan and also
exporting its product to central Asia including Afghanistan .
WAVES Split Air Conditioners and Refrigerators are leading products providing
maximum customer satisfaction and is cooling machines improving quality of life
of its users. It also opens doors for its dealers and distributors to maximize his
wealth by selling or retailing it to the end users. It is approved by the PCSIR
Pakistan Council for Scientific and Industrial Research. It is environment friendly
as company has been awarded ISO 9000 and ISO 9001.
The company is struggling for new inventions through its R & D functions. The
new invention of the company is its Cool Bank Refrigerator series. Cool Bank
Refrigerators works during load shedding hours that refrigerator works when the
light is shut off. The company has also introduced new technology is its split air
conditioners. It has incorporated an oxygen kit in its outdoor unit of the split to
provide oxygenated air to the indoor unit of the split. Thus this split can be used for
those patients who have asthmatic problem.
Hospitals of Pakistan can benefit from these new innovations in Split Air
Conditioning and Cool Bank Refrigerator by WAVES. Mr. Pervaiz A. ButtThe
Executive Director Cool Industries (Pvt) Ltd. has said that this new invention is
introduced to save the precious lives of mankind. Patients can breathe easily and
comfortably in its oxygenated fresh and healthy air conditioned environment. Mr.
Pervais A. Butt is committed to provide new cooling technologies and inventions
to 2 people of Pakistan to make their lives healthier and for convenient livings. Mr.
Pervais A. Butt has also said while giving an exclusive interview to DIN Channel
that he has recently introduced Cool Bank technology in its refrigerators and deep
freezers which work during load shedding hours keeping in view the energy crises
in Pakistan. This technology is not less than a blessing. Many more inventions are
underway or in pipeline for the benefit of mankind and for the improvement of
quality of life of the mankind.

Established in 1973
 Cool Industries (Pvt) Limited, was established in 1973 and grew to a leading
Home Appliances manufacturing Company in Pakistan, in a very short span of
time. This was achieved by the tireless efforts of our devoted Management, highly
motivated professionals and dedicated team work, committed to excel in the
quality and services.
 Cool Industries (Pvt) Limited, has highly skilled professionals, responding
rapidly to the market needs. With the most modern and high-tech CAD
manufacturing facilities, our products capture over 80% of the local market for
Refrigerators, Deep Freezers, Air Conditioners and other home appliances. The
company manufactures Refrigerators, Deep Freezers, Air Conditioners, Washing
Machines, Microwave Ovens and many other quality home appliances, with the
production ratio exceeding the overall production of Pakistan's appliances
manufacturers.

 Our brand name Waves is undisputed leader in the market, both in residential
and commercial sector in Pakistan. Waves are also exporting its products to Middle
East and Central Asian States including Afghanistan.
 Our company is known for its commitment to the latest technological
advancements in design & manufacture. Owing to the engineering experience and
skills available, the identification and adaptation of new techniques, materials and
know-how, our production processes and products requires a minimal lead-time.
This flexibility in our production has given us distinguished edge over our
competitors in the market. We have brought into the market a 100% indigenously
designed and manufactured split air conditioning system with different innovations
and choices, which has attracted a large customer base.

The company is fully committed to protecting

the environment and has been awarded a substantial grant by the World Bank to
phase out ODS (Ozone Depleting Substances) its production processes. This is an
ongoing activity and is being given all the importance it deserves for a timely and
successful competition.

COMPANY PROFILE
Cool Industries (Pvt) Ltd. established in 1973, is a leading manufacturer of Home
Appliances, including Deep Freezers, Refrigerators, Air conditioners, Vacuum
cleaners, Food processors, Washing machines and other wide range of appliances
waiting to launch in a market very soon.
Our brand name Waves is undisputed leader in the market, both in residential and
commercial sector in Pakistan. Waves is also exporting its products to Middle East
and Central Asian States including Afghanistan.
Our company is known for its commitment to the latest technological
advancements in design & manufacture. Owing to the engineering experience and
skills available, the identification and adaptation of new techniques, materials and
know-how, our production processes and products requires a minimal lead-time.
This flexibility in our production has given us distinguished edge over our
competitors in the market. We have brought into the market a 100% indigenously
designed and manufactured split air conditioning system with different innovations
and choices, which has attracted a large customer base.
The company is fully committed to protecting the environment and has been
awarded a substantial grant by the World Bank to phase out ODS (Ozone
Depleting Substances) its production processes. This is an ongoing activity and is
being given all the importance it deserves for a timely and successful competition.
Waves have introduced complete new range of Digital micro wave ovens equipped
with CRS technology, Fashion Color electric Iron, easy & quick toaster, fine & fast
blender, twin Tub turbo contract Jet washing machine with Dryer. Its specific
design and jet flow system provides extra ordinary cleanliness by using minimum
quantity of washing powder.
Waves split AC are energy savers and provide strong cooling because of its T4
compressor. Waves have announced „One year free Replacement Warranty of
complete unit with in one year‟ for its split AC. It is undoubtedly height of
confidence and such an offer is for the first time for any of the air conditioning
company in Pakistan.
Waves is one of the leading brand in home appliance industry after Dawlance. It
has been competing for the market share by producing the best ever products using
the latest technological advancements in design and manufacture.Waves
undisputed name is not just by its product quality but its highly skilled workforce
as well. As far as its human resource department is concerned, waves has no proper
HRM department.
 Pak Elektron Limited (PEL) is the pioneer manufacturer of
electrical goods in Pakistan. It was established in 1956 in technical collaboration
with M/s AEG of Germany. In October 1978, the company was taken over by
Saigol Group of Companies. Since its inception, the company has always been
contributing towards the advancement and development of the engineering sector
in Pakistan by introducing a range of quality electrical equipment’s and home
appliances and by producing hundreds of engineers, skilled workers and technical
through its apprenticeship schemes and training programs. PEL is now technology
forerunner and market leader in providing new products and services to meet ever
changing and technology intensive needs of its customers. PEL's EPC contracting
division delivers custom designed and built HV and EHV grid stations,
electrification of housing projects, industrial parks and optimum solutions for
power utilization to all kinds of industries and commercial customers. PEL aims to
maintain this competitive edge and at the same time keep striving to improve it
further by continuous R&D, creating new knowledge and adapting to global
developments in technology and product design. Ever increasing local market
share, growing export orders, numerous successful power projects and greater than
ever base of satisfied customers are evidence to these aspirations.
Works of PEL are spread at two facilities in Lahore, the historical city and cultural
hub of Pakistan. The two facilities cover an area of 1,033,200 Sq.ft and 614,252
Sq.ft respectively. Both are equipped with latest technology, state of the art testing
facilities and environment friendly production process. At the heart of PEL's
operations is its human resource. PEL invests heavily on professional
development, skill improvement and well-being of its human resource. PEL's
employees are its most valuable asset and PEL keeps them very dear.
PEL window-type air conditioners were introduced in 1981 in technical
collaboration with General Corporation of Japan. Ever since their launch, PEL air
Conditioners have a leading position in the market. PEL air conditioners cooling
performance has been tested and approved by Copeland and ITS USA. With the
shift of users preference from window type to split type air conditioners, PEL has
started manufacturing split type air conditioners.
 PEL was 16th Company in Pakistan which got ISO 9002
Certification in 1997, since then PEL Management is applying this International
Standard Practices for Effectively Managing Quality of Products and Services that
Company Offers. The International Standard Practices in PEL have been Upgraded
as per the Revised ISO 9001 Standards and its Scope of Application is expanding
ever since and Top Management is Committed to make PEL a Total Quality
Management (TQM) Company. In our Company Quality is the Subject of
Management at all Levels. We focus on Continuous improvement in our Systems
thus establishing Good Management Practices, we are committed to and making
continuous efforts in developing and strengthening our internal and external
customers and suppliers. Employees training & development and their
participation are the KEY forces which are increasing our Organization's
Capabilities thus making it more competitive and fast growing Company. Top
management is not only tremendously improving our Working Environment but
also investing in improving internal Communication Network for better
Teamwork. Continuous Up-gradation in production facility/equipment in the
pursuit of State-of the art production technology reflects management Vision and
commitment for Quality. Over fifty years of manufacturing experience with
cooperative and dedicated employees coupled with performance based system and
Data Analysis enable management to take Preventive Actions before things really
go wrong.
One of the Mission of organization to promote good governance and corporate
values with a strong sense of social responsibility.
Orient is the result of chain of efforts and hard work of Main Muhammad Fazal’s
family. They started the photography business back in 1957. In 1983 they started
Orient color labs. In 2000 they got Mitsubishi Electric dealership in Pakistan. From
that dealership they started Orient Electronics Pvt Ltd. In recent years they have
developed their own software house and online shopping website to compete with
all multinational established players in the market.
Orient Energy Systems is one of the leading multinational engineering company
distributing internationally recognized power generation and industrial solutions
and services. Established in year 1996, Orient has operations in six countries;
Pakistan, Bangladesh, UAE, Oman, Bahrain and Qatar. In Pakistan offices are
located at Karachi, Lahore, Islamabad, Faisalabad & Multan. Orient Energy
Systems started its operation in the year 1996. Pursuant to the Company’s
philosophy, ‘Power for All’, Orient empowers people and their businesses by
bringing to them best global performers in the field of power generation and
industrial solutions. Our strength lies in our ability to understand market demands,
keeping up with the changing technological trends, building relationships and
offering solutions, which are most dependable, efficient and cost effective. Our
diverse client- base ranges from household consumers, government bodies, local
industries and multinational giants, displaying our capability and the power of the
brands that we represent. We have served in sectors such as, textiles,
pharmaceuticals, hospitals, telecom, oil & gas, hospitality, poultry farms,
shopping malls, educational institutes, commercial buildings and many more.

Aims: To provide high quality engineering products & solutions that combine
performances with value pricing whilst consistently striving to meet and exceed
customer expectations in terms of back up support in engineering, services and
spare parts.
 Objectives of Company

 The main Objectives are to provide dependable and reliable product at

reasonable price to majority of Pakistanis and to enhance their quality of
Life.
 The continuous improvement of all product and services through total
involvement of employee’s.
 The development and strengthening of joint ventures and partnerships with
external and internal customer suppliers.
 Providing innovative and higher quality product to achieve total customer
satisfaction by understanding their requirement
 Valuing people by understanding and drawing upon their strength i-e
abilities, knowledge and make training and development.
Brand Logo Tagline and Label

DAWLANCE RELIABLE HAI

 Price Range
Refrigerator Range: Inverter Series AC:

₨ 205,100 To 25500 ₨ 114,600 To 66500

Non-Inverter Series AC:

₨ 68000 To ₨ 52,500

PRODUCT STRATEGY

Products, which are as per international standards and carry all the basic features.
The most important factors are durability and good after sales services. All the
electric powered equipment bought with Dawlance brand will be given 5 years
warranty and any product having developing or technical mistake will be free of
cost. The customer details will be studied and service will be provided. The
complete maintenance center will be close to city. The devoted customer may also
be given 20% discount on same appliance, if he is choosing new product at the
condition no state for maintenance is made during full warranty time.
 PRICING STRATEGY OF DAWLANCE
We have decided to lower our prices to get more customers and bring the product
in competition with other companies marketing within the United States.
Price will be bring down with no bargain with high quality. Prices are certain to get
down 20% less on good discounted rates. Some products like Freezers and
Televisions may also be available on interest free installments in the form of loan.
The price will be bit greater than normal in case of installments.
We aim to entice nor only upper category people but also middle class and in many
cases even lower higher class people to make it more strong within the market. We
deliver high quality value.
Primary focus is to cater to the middle and upper middle class however there
is a selected range of a product which cater to the upper class as well
Uniform pricing throughout the Pakistan.

Pricing Strategy of LG
Cost plus profit
Competition
Consumer feedback
Lower cost leads to lower pricing

Optimizing the Pricing Strategy for Market Share Growth

Competition-based pricing

Base prices on competitors prices

i.e. Samsung UHD Curved Displays

Priced at the same level as competitors

LG offers more value at the same price

Will help attract customers
 Haier
Haier adopted a strategy of competitor-orientated and penetrating pricing and
hence set its product prices at marginally lower rate than its rival companies. Low-
price or economic-pricing helped the company in attracting a huge and successful
customer base and increased its share in the consumer market
Haier Price/Pricing Strategy:
Below is the pricing strategy in Haier marketing strategy:
Haier is a huge global brand and hence the price of its products aligns with the
local competition in which the brand is present. Haier pricing strategy in its
marketing mix differs from market to market. It tried to place itself as a niche
player in India due to Indian consumers having a negative perception about
Chinese brands in India. Haier used the same strategy in Europe as they faced the
same problem. Even in countries like USA it tried not to compete on price but to
compete at the same level as the other competitors in the market like Whirlpool
and GE by using competitor oriented pricing method. It tries to concentrate on
product quality than on price. Haier tries to customize its products according to the
requirements of the market it is targeting.
Orient Price Strategy

Penetration strategy: On the launching time orient set low price to capture middle
income group and somehow orient increase their price. Bundle pricing on special
occasions
Orient replied with a full comparison of its own DC Inverter ACs with Inverter
ACs from other “Greedy” companies. In a one and a half minute video, it goes on
to show how their indoor units are not only much bigger in size but also has much
higher rated capacity at 4979 Watt (16.3% higher). Their evaporator fans are also
bigger in size, leading to more air throw.
 PRICING STRATEGIES OF PEL
Different Price Range available – Added internal features & Accessories –
Penetrating Strategy for New Market. Market Pricing Strategy for local market and
Export Marketing-PEL Pak Elektron Limited.

The competition is too high. National and International brands are seeking and
striving hard for market portions. They are using each and every possible way to
gain the market halves. There is a pursuit of being market leader. The strategy
adopted by PEL is to provide international quality and standard products at a price
lower than that of competitors are offering. But it is pertinent to mention that PEL,
while offering lowest possible prices, has never compromised on the quality of the
products. It is still having good repute in the market.
PRICING STRATEGIES OF WAVES
This is how much you charge for your product or service. Varied pricing could
occur according to geography, time frame, or volume. Additionally, with a service,
price can be varied according to level of service. Waves has followed product line
pricing Where there is a range of product or services the pricing reflect the benefits
of parts of the range. Their pricing strategies are also effected by change in any
season like as the winter comes the demand of their refrigerators and deep freezers
are low.

DAWLANCE PACKAGING
 We are clear that only those manufacturers will survive in this market
that has their own technology. For this purpose, we have enhanced our
R&D infrastructure and now have state of the art product testing and
development facilities, and this is an area we will continue to focus on
keenly. We have also improved our packaging to ensure that despite the
poor road infrastructure, our products reach our customers in perfect
condition.

1)    METHODOLOGY
 To analyze the core competencies of Dawlance, customer perceived value, and
factors that build customer loyalty to Dawlance Refrigerators, 20 persons of were
selected randomly. The characteristics of selected people are as follows:

CHARACTERISTIC
DESCRIPTIONS
S
Age 24- 55 years
9 Male
Gender
11 Female
16 Married
Marital Status
4 Unmarried
Income Range Rs. 20,000 – Rs. 100,000

Information collected from the respondents is as follows:

1.      Refrigerator brand

2.      Time Length of usage in years
3.      Reason for selecting the brand
a.      High quality and Reliability
b.      Reasonable price
c.      Brand name
d.      Past experience (Perception from Family or closed people)
e.      Stylish and innovative design
f.       Advanced Technology
g.      General perception
4.      Preference to this brand while repurchase or suggest other to purchase this brand
2)    RESULT
The response from the people in terms of percentage is as follows:

1. Refrigerator brand
 75% of the respondents were using Dawlance refrigerators while the rest were
using PEL and Waves.

2.     Time Length of usage in years

Out of 75 percent, 40 percent were associated with Dawlance for more than 15
years, 30 percent 50 percent between 5 to 15 years while the rest were using the
product for less than 5 years.

3.     Reason for selecting the brand

The rating given by the respondents to the following factors is detailed below:

FACTORS RATING
High Quality and Reliability 100%
Reasonable price 40%
Past experience (Perception from Family or closed
90%
people)
Advanced Technology 60%
General perception 70%
Brand name 90%
Stylish and innovative designs 100%

4.     Preference to Dawlance while re-purchase or suggest other to purchase

Dawlance Refrigerators
80% of the 20 respondents answered in YES, 10% answered in NO, while the rest
of 10% answered in CANNOT SAY.
 3)    CONCLUSION
Summarizing the results, consumers prefer Dawlance due to its stylish designs,
innovativeness, high quality and reliability and on the basis the past experiences by
themselves or by their family members (or relatives) and people having closed
relations. People also prefer to purchase refrigerators due to its brand name and
general perception of reliability. However, low price does not have a significant
influence on purchase decision that shows that people do not think Dawlance
presents low priced refrigerators. In last, people already using Dawlance
refrigerators are fully satisfied with the product and would like to prefer Dawlance
refrigerators to other people.